Nutrition Business Journal

Join NBJ experts Rick Polito and Erika Rommel Craft on Jan. 8 to explore how GLP-1 drugs are transforming weight management and uncover key opportunities for supplements to support consumers. #GLP1 #weightlossdrugs #naturalproducts #consumerinsights #functionalfood #dietarysupplements #markettrends #pharma #supplements #weightmanagement New Hope Network NBJ Summit

Bundle up with NBJ’s best-selling reports and stay warm with hot trends and actionable insights. ❄️📈 Save up to $4,300 on eligible reports for a limited time. Don't miss out—explore the bundles today! https://utm.io/uhPcc #NutritionBusiness #SupplementTrends #MarketResearch #IndustryInsights #SupplementsMarket

The Analyst's Take is In! As we wrap up 2024, the NBJ team is reflecting on significant fluctuations in an all-but-boring year in the supplement industry. 2024 was yet another statement year for Gen Z’s influence on the demand for personalized, sustainable and functional products in the supplement industry. This is a generation of value-based and transparent consumers who are deeply connected through social media, and some of 2024’s biggest trends started with the digital natives. Magnesium’s 26% growth in the healthy sleep category was largely attributed to the influence of social media trends like the “sleepy girl mocktail.” Podcaster-approved nootropics and adaptogens also garnered the interest of a generation that is more in touch with and open about their mental and physical well-being than any other generation; only 15% of Gen Z claimed their mental health is “excellent” in a 2024 NBJ survey. Plant-based and eco-friendly options are also filling the shelves as brands respond to the holistic preferences of Gen Z. The attention economy has never been so valuable and, with their new adult-job salaries, Gen Z is making waves. -Christian Irwin, Industry Analyst Functional mushrooms continued to explode in 2024 as the fifth kingdom expanded into new territory. Millennials and Gen Zers, who are more willing to turn to this ancient medicine than their baby boomer parents, are fueling the growth as they explore new ways to combat the ills of 21st-century life and grapple with sleep issues and mental health problems. In response, new offerings are pushing the boundaries of what many thought was possible for the category, with more mushroom species, interesting delivery formats, fun branding and educational resources including bestselling books and Netflix specials pushing the category to exceed $450 million in supplement sales in 2024. The revived interest in psilocybin has also been fascinating to watch, as it finds a home in doctor’s offices and even the C-suite. -Hannah Esper, Managing Editor The healthy aging supplement market has changed quite a bit since 2019—evolving from formulations that mainly consisted of ingredients like resveratrol and CoQ10 and switching to more trending and targeted ones like ashwagandha and functional mushrooms. The total healthy aging category, which is gaining traction due to consumer desire for years of quality-over-quantity in life, grew 40.4% over the course of 5 years (from 2019) to hit $900.5 million in 2024 and is predicted to hit $1 billion in 2026.  -Erika Rommel Craft, Market Research Analyst We’d love to share the rest, but LinkedIn is giving us the ‘character limit glare.’ Want to hear Bill Giebler, Rick Polito, and Robyn Lawrence's responses? Subscribe to our free newsletter to get the full Analyst's Take: 👉 https://lnkd.in/guGHUi7m

Top thoughts from NBJ's Supplements in the Ozempic Age. How can supplements carve out a space alongside the projected $105 billion GLP-1 market boom? 💭 Explore key insights, opportunities, and challenges shaping the future of this evolving market: https://utm.io/uhHAb #NBJTopThoughts #SupplementTrends #WeightManagement #HealthInnovation #GLP1Market #FutureOfWellness

🗓 Save the Date! We're closing out the year with NBJ Live! Joins Rick Polito and Bill Giebler for a discussion on global supplement market trends and 2024 projections from NBJ’s Global Supplement Business Report.

Ozempic overtake This is the Ozempic age, and it’s undeniable in media, in marketing and in the aisles of industry tradeshows. Indeed, the current and potential market impacts of GLP-1 drugs, and how weight loss supplements can play a role in the consumer journey, is among the hottest topics in the supplement industry. There are two main market opportunities: supporting the nutrition of those consumers who are taking GLP-1s and providing a natural weight loss supplement to replace the need for—or provide follow-up maintenance after, a pharmaceutical. More is being covered on how to tap into this market opportunity and the potential implications for the supplement industry, but less are providing data on consumer interest and behavior fueling the different products. To fill this gap, NBJ surveyed over 7,000 U.S. consumers on their relationship with GLP-1 pharmaceuticals to get a better understanding of who’s interacting with these products, and where they are in their journey. In this sample population, results showed that 16% of respondents say they’re “currently taking one of these medications for weight-related concerns”, 8% have “previously taken it but no longer do” and 13% say they have not taken it yet but would consider it in the future for weight-related concerns.” These data points show us the different market opportunities based on where the consumer is in their weight-loss journey. But inevitably, the size of the “previously taken” user base will continue to increase, considering 83% of those respondents say they were on the drug for a year or less.  This is a crucial group to understand. Notably, more than half of these former GLP-1 drug users are now eating more healthy whole foods and nearly half are eating more protein and a third are eating fewer processed foods. More than half of these previous users said they take supplements either daily or often, showing us that even when off the drug, supplementation is a part of their routine. For 2024, NBJ estimates the Weight Management condition to be a $7.21 billion market, on track to grow 7% into 2025. If the industry responds to consumer needs around GLP-1 drugs, this growth estimate will prove conservative. The opportunity is clear: with more consumers seeking a balance from both natural solutions and pharmaceuticals (in this case, whether it’s because of affordability or avoiding negative side effects) it’s important to meet these consumer needs. Find out what product characteristics and ingredient profiles consumers are looking for when seeking weight management solutions in NBJ’s recently published Special Report: Supplements in the Ozempic Age 👉https://utm.io/uhHAb This nugget of wisdom was written by NBJ's Market Research Analyst Erika Rommel Craft #analysttake #nutritionindustry #insights #nutritionbusinessjournal #ozempic #consumerdata

Thank you for being part of the NBJ community. Wishing everyone a happy, healthy, and safe Thanksgiving!

Sandy Gooch shares how her team and customers rallied to support DSHEA, transforming the supplement industry and ensuring health and safety through education and collaboration. Watch now: https://utm.io/uhKwv Produced by New Hope Network and Nutrition Business Journal #DSHEA30 #NaturalProducts #DietarySupplements #GrassrootsAction #IndustryCollaboration #RegulatoryFramework #SupplementIndustry #MrsGoochs #LegislativeImpact #NaturalFoodMarkets NBJ Summit

Did You Know? 56% of all previous GLP-1 drug users surveyed by NBJ reported starting supplement use after using GLP-1 medication. While pharmaceuticals are changing the weight management market, there's still a key role for supplements—especially those backed by science, with proven formulations and fewer side effects. Want to know more? Access the full report today: https://utm.io/uhHAb #NBJDidYouKnow #GLP1 #WeightManagement #Supplements #NBJInsights

GLP-1 drugs have revolutionized weight loss and could offer opportunities to the supplement and natural products industry. Among the first reactions to GLP-1 drugs like Ozempic reframing the concept of weight management might have been that “natural” alternatives like weight loss supplements would be skipped over in favor of the powerful pharmaceuticals, but what has emerged instead is a range of opportunities matched to consumers at different stages in their GLP-1 journey. In NBJ’s newly published Supplements in the Age of Ozempic Special Report, those opportunities are described in a before/during/after format. “Before” refers to rising consumers interest in weight management supplements positioned as alternatives to the GLP-1 Drugs. We’ve already seen berberine go viral as “Nature’s Ozempic,” but brands are making claims that prebiotics and other ingredients can “stimulate GLP-1.” Though measurable evidence of weight loss on the scale of the pharmaceuticals is lacking for the supplements, a GLP-2 halo appears to be lending its glow as indicated in the reports sales and growth data. Additional findings in the NBJ report include that only 12% of consumers in the “before” group said they tried weight management supplements and were not pleased with the results, suggestions that many could be open to new products. Consumers in the “During” segment, those currently on the drugs, are more likely to have tried weight management supplements and report astonishingly high levels of satisfaction with the products. A whopping 73% said they were “pleased with the results.” That “pleased with” finding could be important as those consumers transition into the “After” populations. It is widely reported that a relatively small number of patients stay on the drugs even a full year, the opportunity to help consumers keep the weight off after they stop taking drugs could be the biggest upside in the Ozempic Era for supplements. At some point, there will be millions more consumers who have come off the drugs than are currently taking them. It is very early in the game, but NBJ is already seeing an uptick in weight loss supplement sales. NBJ predicts 6.7% growth in 2024 to take the weight management supplements market to 6.7% from 5.4% in 2023, but the market remains difficult to predict, a breakout ingredient could transform the industry, though at this stage spiking sales of prebiotics, berberine and the like have not moved the needle far in a category overwhelmingly dominated by meal replacement. This nugget of wisdom was written by NBJ's Editor-In-Chief Rick Polito Learn more about the special report Supplements in the Ozempic Age here 👉 https://lnkd.in/gxPWWxKh